OMMA Global Panel: After Radical Digital Change, What Is Content?
This used to be pretty simple. “Content” is what publishers published, what sponsors sponsored and what consumers consumed. Church/state, editor/reader. Easy, peasy. That is, until digital platforms blew it up. Now everyone is a publisher, from sponsors and their branded media and sites to readers who simply gush ephemera. What now does an “editor” do with and against such a mix? Are any lines left distinguishing publisher, advertiser and reader when media companies strive to “integrate” all of these inputs in order to stay relevant to advertisers and let consumers “see themselves” in the media? But wait, then there is “context,” a new world of smartphones and devices that make media into situational “data” that needs to be malleable and relevant to a place and task. Understanding what a media company even does now is no longer so easy peasy anymore.
Michael Wolf , CEO , Activate
Sarah Chubb , President/GM , Gilt City Fran Hauser , President of Digital , Time Inc. Style and Entertainment Group Larry Kramer , President and Publisher , USA Today Jonah Peretti , Co-founder & CEO , BuzzFeed John Robinson , SVP, Creative , Digitas